in the Chinese market, there are several brands of cars, prices diving is the most serious that MSRP has become a decoration. The Buick brand is the most serious of the joint venture in diving. If Cadillac, Volvo’s price diving is also very serious, but whatever the outcome is two luxury brands. There are brand new car market premium ingredients. The joint venture Buick as a mainstream brand is actually no concern in this regard, however, the new car market a month, offer 20,000, still eye-popping.
[1] on the market soon, sharp price diving, is the marketing strategy?
A lot of people might think, shortly after the new car market, the price is diving vendor’s marketing strategy. But in fact not the case, I do not think any one vendor wants to see his new car prices diving. And real-selling model, you do not need to cut prices. For example, Toyota Highlander, Camry, from the listing price is very stable, until discontinued delisting, price will not be more than 20,000. But even in the used car market, but also very hedge against inflation.
and its Buick brand, but also the very preservation of the models, and that is after the price of the Buick GL8, Buick GL8 on the market is very stable, no increase has been very good. So after diving listing price, not the manufacturer’s marketing strategy, but forced by market competition, Buick and internal pricing system.
that we do not Keangkewei S, for example, MSRP 21.99 ~ 279,900 yuan, is not it expensive? If Ang Kewei S as a compact SUV, really expensive, the current price of most compact SUV on the market, the entry model is about 17 to 18 million. If the Ang Kewei S as a mid-sized SUV, is not expensive. Currently the price of mid-sized SUV, generally in the more than 220,000.
but is awkward size Angke Wei S is interposed between a compact car and midsize SUV, its wheelbase only 2779mm, no third-row seat, the whole system are 5 Block models. So comparing it compact SUV, more expensive, compared to mid-sized SUV, that no larger than the crown, and to be no Highlander7 layout. So Ang Kewei S caught in the middle is more embarrassing.
In fact, from the size S Ang Kewei probe Yue is similar, but there is an entry-level probe Yue 1.4T models, high cost , as well as high and low power 2.0T engine, powertrain have three to choose from. The richness of the S models Biangkewei a lot higher.
and Ang Kewei S below, Ang Kewei old section has not been discontinued, sales under one roof, then the consumer directed at cost-effective to buy Ang Kewei, there are many. So this has led to sales of S Ang Kewei even worse, so sales are not high how to do it? Only the price, so we will see the end of July only listed Ang Kewei S, after a lapse of one to two months to offer $ 20,000 to operate.
[2] price diving, for the Buick brand, a hundred more harm than good
price diving seriously, is placed in front of the Buick brand very serious problem for the Buick brand, that is a hundred more harm than good. First, the price has been diving in the minds of consumers has left a deep impression, after the new car market, the consumer is definitely wait and see attitude, not easily shot, then the new Buick models will not have great sales in the listing a.
followed by the price diving to make between the various models of Buick’s competition is more intense, the price is too high overlap, which allows the pricing of the new models made difficult. Let’s say the Buick LaCrosse price of 30,000, it affected the price of Regal, Regal have to cut prices, the price Regal Hideo also drop, Hideo Excelle also drop down. So finally looked around the Buick brand, there is no price reduction is not a model.
Ang Kewei S is interposed between the models and Ang Kewei Ocamar flag, Ang Kewei guide price is 18.99 ~ 279900, guidance is Angke flag 29.99 ~ 37.99. Then left to Ang Kewei S the price, in fact, only between 27.99 – 29.99, and particularly small. So we see Angke Wei, Ang Kewei high degree of overlap of the two models S price.
[3] the minds of consumers, notG already embarked on a price dive of no return
ultimately affect the price of the Buick brand or diving, as the largest General Motors brand sales in China, Buick’s influence in recent years is obviously some are left behind. Especially between Toyota. Toyota stable level of prices in the Chinese market is the best, and now even the price of Volkswagen, also have great offers.
In fact, a discount car, not a bad thing for consumers children. But there are also preferential laws of the market to follow. The new car market after 1 to 2 years the price of a discount you can understand, there are usually around 30,000 discount also normal before the mid-term facelift, or discontinued. This is normal market behavior. And like this Buick, listed 1 to 2 months preferential 20,000 cases, in fact, exposed the Buick price system disorder, and consumers do not trust the Buick brand.
2019, Buick sales in China market throughout the year only 837,300, down 19 percentage, which is affecting even brought three-cylinder engine, but in fact from another dimension also shows that, even though Buick lower prices, consumers do not buy it up.